Banding 2.0
11
Branding 2.0
Transcript of Banding 2.0
Branding 2.0
1 Brand Personality Statement: Artilicht*
MARCA =
PERSONA
Comptetencia:
Sinceridad: Sofisticación:
“Excitement”: “Ruggetness”:
KnowKnow
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Developing Brand Strategy Brand Positioning
BelieveBelieve
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DoDo
…
FeelFeel
…
2 Brand Personality Statement: Artilicht*
Edad: Sexo: Raza: ?
Brand Name
Rasgos de NSE: Personalidad:
Defectos: Atributos / Cualidades:
Forma que se relaciona:
AttributesAttributes
…
…
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Developing Brand Strategy Brand Positioning
ConsequencesConsequences
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…
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Emotional / BenefitsEmotional / Benefits
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…
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Brand value EquationBrand value Equation
Funtional benefit…
Emotional benefit…
Perceived value for money…
PositioningPositioning
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Objective differentiation criteriaObjective differentiation criteriavs. competitionvs. competition
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Unique selling propositionUnique selling proposition
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Key communication messagesKey communication messages
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Developing Brand Strategy Product Positioning
Marketing Objectives / Business Marketing Objectives / Business GainGain
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Developing Brand Strategy Brand Positioning
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
K …
B …
D …
F …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe………
Increase Do & Feel………
Cus
tom
er g
roup
:___
____
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_
Marketing Objectives / Business Marketing Objectives / Business GainGain
…
Role of Brand (K,B,D,F)Role of Brand (K,B,D,F)
K …
B …
D …
F …
Marketing Mix ActivitiesMarketing Mix Activities
Increase Know & Believe………
Increase Do & Feel………
Cus
tom
er g
roup
:___
____
____
_
